All companies have a main goal to get their name and message out there to public. Small companies want to be heard just as much as the larger corporations, but it is not always as simple for smaller or newer companies to accomplish this goal. If you’re not a company like Coca Cola or Nike, sometimes you need to start thinking outside of the box to get people talking about you, this is where new and interesting marketing techniques start to come into play. There are plenty of these techniques but the one we are focusing on today is guerrilla marketing.
Plain and simple, guerrilla marketing is using unconventional tactics of marketing to capture a consumer’s attention without spending a lot of money doing so.
So you may be asking yourself, what is guerrilla marketing? Plain and simple, guerrilla marketing is using unconventional tactics of marketing to capture a consumer’s attention without spending a lot of money doing so. This is a popular technique for smaller businesses and new start-up businesses because they may not have tons of money to be spending on advertising campaigns and huge billboards all over town.
Guerrilla marketing is a way of investing a lot of energy into your marketing strategies instead of a lot of money.
For a company’s guerrilla marketing strategy to be successful, they must first understand what it is that their targeted audience wants and understand the way their make purchasing decisions. Once this is done they can center their advertising around the needs of potential customers, this reduces the risk of wasting money on advertisements that won’t grasp the attention of the target audience. Although getting in touch with a targeted audience is very important, the number one most important guerrilla marketing variable is creativity. Without a creative advertisement, it cannot appropriately be deemed guerrilla marketing because in the pure definition of the phrase, it has to be unconventional.
Without a creative advertisement, it cannot appropriately be deemed guerrilla marketing because in the pure definition of the phrase, it has to be unconventional
Marketers need to find a way to make people stop and process their ad, this can be done by putting advertisements in unexpected places (graffiti is a common example), using songs and catchy jingles or even adding a shock factor to the advertisement. For the cost effective part of guerrilla marketing many small companies are taking full advantage of social media outlets. Creating Facebook pages, Twitters, and Instagrams for their businesses are completely free and extremely easily accessible.
One very prominent and successful example of a guerrilla marketing technique is the ALS foundation Ice Bucket Challenge that came about late summer of 2014. Although this foundation is a non-profit organization they used entertaining videos of people dumping buckets of ice water over their heads and donating money to the ALS foundation. This challenge was also made interactive by having the participants nominate their friends for the challenge. The Ice Bucket Challenge spread so quickly and reached so many people that extremely famous people were taking part in the challenge, nominating other extremely famous individuals and donating their money to the foundation. The Ice Bucket Challenge ended up increasing annual donations to the ALS Foundation by a whopping fifty percent that year. The ALS Foundation spent no money by posting the original Ice Bucket Challenge video on the Internet and ended up obtaining a massive new awareness and even tons of new celebrity endorsers, all while increasing donations to be higher than ever.
Getting started is never one hundred percent easy, but might as well make it a little easier by saving yourself some money..
Guerilla marketing is definitely something to consider if you are ever thinking of opening up a business of your own. Getting started is never one hundred percent easy, but might as well make it a little easier by saving yourself some money, and while you’re at it creating an advertisement that people are going to have a hard time ignoring.